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Beyond High-Value: Why High-Yield Tourism Changes Everything
Beyond High-Value: Why High-Yield Tourism Changes Everything Recently, I have been seeing the term “High-Yield Tourism / High-Yield Travelers” increasingly pop-up, and being used interchangeably with “High-Value Tourism / High-Value Travelers.” Media articles and travel industry press releases are conjoining the terms and blurring important lines of distinction. So, lets clearify the difference. Having spent decades navigating the evolving landscape of global tourism, I’ve witnessed first-hand how our industry’s language shapes its direction. The distinction between “high-value” and “high-yield” tourism is more than semantics. Separating the terms can inform how destinations, businesses, and communities craft strategy, attract travelers, and define their long-term success. Last month at the UN Tourism Executive Council Meeting in Spain, a tourism minister pulled me aside during a conference break. “Jens,” he said, “We’re already doing high-value tourism. We attract wealthy visitors, luxury hotels, premium experiences. Isn’t that enough?” I understood his confusion. For years, our
Diaspora, Edutourism & Slow Travel: Family Trends Shaping High-Yield Tourism
Diaspora, Edutourism & Slow Travel: Family Trends Shaping High-Yield Tourism Family travel has evolved beyond affordability and routine destinations. In 2025, families are significant contributors to high-yield tourism, prioritizing premium, meaningful experiences over sheer volume. They are investing more in their trips, staying longer, and opting for purposeful travel, driving tourism that provides substantial economic, cultural, and sustainable value. 1. Multi-Generational, Multi-Purpose Getaways Multi-generational travel is on the rise, with many families planning trips that include grandparents and grandchildren. These longer, shared vacations tend to attract higher spending, investing in accommodations such as private villas or group lodges, bespoke dining experiences, and all-inclusive activities. Emerging trends like the “grandymoon,” where grandparents, parents, and kids travel together, reflect this shift towards shared, upscale experiences that enhance the overall trip. 2. Slow, Sustainable, and Wellness-Centered Travel Families are increasingly embracing slow travel, unstructured and immersive holidays focused on well-being, nature, and
Expo 2025 Osaka: A Masterclass in Passion Tourism and Destination Storytelling
Expo 2025 Osaka: A Masterclass in Passion Tourism and Destination Storytelling This week, High-Yield Tourism’s Co-Founder Dr. Jens Thraenhart visited
Reimagining Home: Transforming Local Journeys into High-Yield Experiences
Reimagining Home: Transforming Local Journeys into High-Yield Experiences High-yield tourism emphasizes value over volume by attracting travelers who can provide
From Undiscovered to Unmissable: Transforming Underdeveloped Regions into High-Yield Tourism Hubs
From Undiscovered to Unmissable: Transforming Underdeveloped Regions into High-Yield Tourism Hubs Underdeveloped destinations often believe they need five-star resorts or
Not All That Glitters Is Luxury: Understanding the Difference Between Luxury and High-Value Tourists
Not All That Glitters Is Luxury: Understanding the Difference Between Luxury and High-Value Tourists Why Smart Tourism Strategies Focus on
Navigating the Risks of AI in High-Yield Tourism
Navigating the Risks of AI in High-Yield Tourism Why the Race Toward AI Adoption in Travel Needs Careful Strategy, Human
Gary Bowerman on Malaysia’s Readiness To Accommodate Digital Nomads?
Malaysia’s Digital Nomad Moment: Insights from Gary Bowerman on BFM 89.9 On a recent episode of BFM 89.9’s “Enterprise Explorers,” host Richard Bradbury interviewed Gary Bowerman, Co-Founder of High-Yield Tourism. They discussed a transformative trend in global mobility and local economies: the rise of the digital nomad and its implications
Gary Bowerman @ Halal in Travel Global Summit 2025
Unlocking High-Yield Potential: Muslim Travelers as a Premium Market at HIT Global Summit 2025 To find out how High-Yield Tourism can support you, understand high-yield travel segments and trends. At the Halal in Travel Global Summit 2025 in Singapore, High-Yield Tourism led an important discussion on one of the most
Diversifying Asia’s Tourism Future: Insights from the Skift Asia Forum
Diversifying Asia’s Tourism Future: Insights from the Skift Asia Forum At the recent Skift Asia Forum in Bangkok, the panel “Diversifying Asia’s Tourism Future” brought together leading voices to examine the shifts redefining travel across the Asia-Pacific region. The panel featured Fazal Bahardeen (CEO, CrescentRating & HalalTrip), Hannah Pearson (Founder,
Media Appearances
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Unlocking High-Yield Tourism: The Power of Smart Segmentation
Unlocking High-Yield Tourism: The Power of Smart Segmentation The Challenge: Sub-Par Segmentation in Tourism Many destinations pour substantial resources into marketing, aiming to boost visitor numbers. However, despite this investment,
Rethinking Your Tourism Partner Network for High-Yield Growth
Rethinking Your Tourism Partner Network for High-Yield Growth Are Your Travel Partners Delivering High-Value Visitors? Many destinations rely on traditional travel agents and OTAs to boost visitor numbers. While these
The High-Yield Tourism Game Plan: Unlocking Sustainable Growth
The High-Yield Tourism Game Plan: Unlocking Sustainable Growth The Challenge: No Clear Strategy for High-Yield Tourism High-yield tourism has emerged as a vital strategy for destinations around the world, offering
Maximizing Tourism Marketing ROI: Proving Value and Driving Growth
Maximizing Tourism Marketing ROI: Proving Value and Driving Growth The Growing Challenge: Measuring Tourism Marketing Impact Around the world, tourism destinations are pouring millions into marketing campaigns, from glossy social
Maximizing Tourism Revenue: Ensuring Local Communities Benefit
Maximizing Tourism Revenue: Ensuring Local Communities Benefit Is Your Destination Benefiting from Tourism Revenue? Tourism is often celebrated as an economic engine for destinations worldwide. Visitor arrivals are counted and
THIS WEEK IN HIGH-YIELD TOURISM #7
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The Tourism Outlook between Australia, South East Asia, China and India
High-Yield Tourism Opportunities Between Australia, South East Asia, China & India The tourism landscape between Australia, South-East Asia, China, and India is evolving, driven by new patterns of consumer demand
From Volume to Value: How Tourism Taxes Can Support High-Yield Strategies
From Volume to Value: How Tourism Taxes Can Support High-Yield Strategies The Rising Trend of Tourism Taxes Tourism taxes are an increasingly common feature in travel destinations worldwide. Bali (Indonesia),
THIS WEEK IN HIGH-YIELD TOURISM #6
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High-Yield Tourism at ITB Berlin 2025: Driving Value, Innovation & Resilience
High-Yield Tourism at ITB Berlin 2025: Driving Value, Innovation & Resilience ITB Berlin 2025 once again proved to be a vibrant platform to reassess the outlook for global travel. High-Yield
